7 Secrets to Creating Content That Resonates and Converts to Paying Clients: A Guide for Coaches
Creating valuable content is essential to attract ideal clients.
By providing valuable content, you can attract clients who want to continue learning and growing with you.
However, creating valuable content is easier said than done. You’ll need systems and strategies in place to increase your business visibility and positioning yourself as an expert and providing valuable information so that your ideal clients will be more likely to discover and engage with your content and want to learn more.
Many coaches spend hours creating compelling content that doesn't translate into paying clients. It's not about creating content for the sake of content.
You need a strategy that converts your core audience into paying clients.
Two Ways of Getting Clients
When it comes to getting clients, there are two routes: a short route and a long route.
The short route is doing outreach and reaching out to as many people as possible.
The goal is to send follow-up messages after the first reaction outreach message, three days later, and five days later. You might need a client relationship management system like HoneyBook to help you keep track of your conversations.
The long-term strategy is a more sustainable but slow burn process.
You can have a full-time job that pays the bills while optimizing how you reach out to clients by creating content that resonates with your audience, attract and then converts them into paying clients.
In practice, a real marketing success for your coaching business is a combination of both strategies: the short term and the long term. However, to maximize your content creation and save time so you can accelerate this process in the long run, here are 7 Secrets to Creating Content That Resonates and Converts to Paying Clients:
1. Understanding Your Target Audience
The first secret to creating valuable content that attracts ideal clients is to understand your target audience.
Your content must be relevant to your audience and resonate with their interests and needs. For example, if your ideal client is struggling with setting boundaries in their personal and professional lives, create content around this topic.
It's essential to understand who you are creating content for and what topics will be relevant to them.
This requires a deep understanding of your ideal client beyond creating an ideal client avatar.
Ask yourself…
What are their pain points?
What keeps them up at night?
What motivates them? What are their goals?
2. Defining Your Conversion Goals
Once you've defined your target audience, you should define your conversion goal.
This is the action you want your audience to take after they read your content. Do you want them to be inspired, motivated, or take a specific action like booking a call with you or downloading your lead magnet? It's important to have a clear vision of what you want your post to achieve.
If you're not sure where to send your audience yet, you can define a goal that's emotional.
Emotions are what prompt people to take action.
What emotion do you want to create for your audience?
What do you want them to feel after they read your post?
Creating a strong emotional response will help you create buy-in from your audience.
3. Creating Captivating Headlines
Next step is to create a captivating headline and sub-headline or aka a hook and first sentence.
Many coaches make the mistake of asking simple yes/no questions that don't capture attention or interest.
For example: "Tired of creating content that falls flat and hearing crickets?"
This question is an example of a better way of captures the attention of someone struggling with their content than starting the sentence with “Are you…”
To come up with great headlines, you can do an exercise where you write out all the pain points your audience may experience and brainstorm questions that address them.
Your headlines should contain three key questions you answer:
does this sparks curiosity?
Is there a benefit component to this?
who is this for?
4. Using Storytelling
The next secret is to use storytelling.
Storytelling plays a major role in creating content that resonates with your target audience and drives conversions.
It's not about telling any story, but rather the story that captures your audience's attention and emotions.
Specific examples can be used to illustrate a point or teach a lesson in a relatable and engaging way.
For example, imagine you're a coach who specializes in helping busy professionals find work-life balance. Instead of simply listing tips for managing a hectic schedule, you could share a personal story about how you struggled to juggle your own responsibilities until you implemented a specific strategy.
By sharing your own experience, you create a connection with your audience and show them that you understand their struggles.
This type of storytelling can be a powerful tool for building trust and credibility with your audience, ultimately leading to increased conversions and success. Download a copy of From Boring Messaging To Sizzling Click-Worthy Storytelling with this free guide and discover the 4 types of storytelling that transform your boring messaging to sizzling click-worthy content on your social media in your coaching business to a story like a pro!
5. Writing in a Conversational Tone
Writing in a conversational tone makes your text feel down-to-earth, connected, and more digestible.
You don't have to use a formal tone like you would in a high school or college essay.
Storytelling doesn't always happen in a linear way; it's based on the values or lessons you want to teach, with the juicier parts in the middle where the conflict happens. If you're interested in traditional storytelling, Joseph Campbell's book, The Hero with a Thousand Faces, is an excellent resource.
Your social media copy shouldn't be presented in the format of facts and data because that's boring. Check out this FREE 3-Day Live Masterclass: From Boring To Sizzling: Discover the 3 steps to get seen, get heard, and get hired.
Most people are emotional beings who crave entertainment and prefer content that is easy to digest and has a clear point. If you are writing for someone in a corporate or leadership position, it may be important to consider adding data and research to your presentation. However, for the most part, people want to be entertained, so a conversational tone works best.
6. Including Social Proof
One of the most effective ways to build trust and credibility with your audience is to include social proof in your content. Social proof can come in various forms such as your own success story, a case study, or data-driven research that supports your message.
When you provide social proof, you are demonstrating to your audience that you are an expert in your field and that others have benefited from your teachings.
Including social proof in your content is essential because it helps your audience to see that your advice is not just theoretical, but it has been field-tested and has produced tangible results. By showcasing your success or the success of others, you can inspire your audience to take action and achieve similar results.
Additionally, including social proof in your content can help to overcome objections and doubts that your audience may have. When you provide evidence that your approach works, you can alleviate any skepticism or hesitation that your audience may have about your message.
Overall, social proof is a powerful tool to include in your content strategy.
By providing evidence that your approach works and that others have benefited from it, you can build trust and credibility with your audience and inspire them to take action toward achieving their goals.
Effective marketing isn't just about selling your service, it's about telling a compelling story that connects with your audience and inspires them to take action.
- Michelle Kuei
7. Making It Easy to Take Action
One final secret to creating compelling content that resonates with your target audience and drives conversions is to make it easy for them to take action. This can be done by providing a clear and specific call to action that directs your audience toward the desired action.
Avoid using multiple links that could confuse your audience and instead, use strong action verbs to direct your audience. You want to keep it simple by using a single button or link and making sure it is visible and easy to find.
Remember that your audience's attention span is limited, which is why it's important to make it easy for them to engage with your content. By providing a clear and specific call to action, you are removing any ambiguity and providing a clear path for your audience to follow.
In addition to providing a clear call to action, it's also important to consider the language you use in your content. Using language that resonates with your audience and speaks to their pain points can be a powerful tool in driving conversions. Ready to create magnet messaging that attracts your dream clients through the power of storytelling?
Consistency breeds success
Creating content that resonates with your audience and converts them into paying clients requires a strategy.
It's not enough to create content for the sake of creating content.
You need to understand your target audience, define your conversion goals, craft captivating headlines, use storytelling, write in a conversational tone, include social proof, and make it easy for your audience to take action.
By following these methods, you can create compelling content that resonates with your target audience and drives conversions.
It may not happen overnight, but with practice and consistency, you will see results. Remember to put yourself in front of the right audience, define your conversion goal, use compelling headlines, tell stories, write in a conversational tone, include social proof, and make it easy to take action.
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Whether you're looking to develop your brand messaging, create compelling marketing content for your coaching business, or improve your sales strategies to get more clients and increase your visibility, you'll find a wealth of valuable information and resources within this community.
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